The Great Pricing Issue
Does influencer marketing actually deliver ROI?
Why you are here
Agency insiders
Creator Interviews
Campaigns reviewed
Why we are writing this report?
Brands have been working with influencers and creators for many years now.
However, the creator economy is rapidly changing, and this change brings fresh challenges; at the forefront of these are attribution and pricing.
The influencer/creator marketing industry is predicted to be valued at over 69.92 Billion by 2029 (1.1), with over 2000 businesses currently providing influencer marketing services (1.2), it’s safe to say the discipline has established itself as a mainstay within the modern marketing mix.
However, despite this maturing of the discipline, one critical issue remains, measurement.
How much should you pay for a creator to promote your goods and services? How do you accurately value creators?
Let's find out...
Brands are struggling to drive ROI in 2023!
Of brands noted they had no tangible way of measuring the ROI of influencer activity.
Of creators we surveyed based their pricing/cost on past ROI/Conversion they had achieved.
Of the creators we surveyed who had talent representation, we're overpricing themselves.
Of the brands we spoke to used vanity metrics such as engagement rates to select creators.
"So, we use EMV to measure the value of a post to your clients. I'll have to speak to someone to provide you with the exact formula. But all of our partners find it a useful part of the software."
